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2025 U-M Marketing and Communications Summit Signature
2025 U-M Marketing and Communications Summit Signature

May 14, 2025 / Ross School of Business

Agenda

All Day

Winter Garden, 1st Floor

Posters Session Details

  • Poster title: Web Strategy Meets Digital Advertising

    Presented by: Jacqueline Trammer

  • Poster title: Motion Graphics in Admissions & Recruitment Advertising

    Presented by: Erin Crnkovich

  • Poster title: Finding the Words: Avoid Jargon to Connect With Donors to Encourage Support for All Students

    Presented by: Becky Majesky

  • Poster title: Storytelling that Sparks Action

    Presented by: Kristen Loszewski

  • Poster title: Using Analytics to Upgrade Your Newsletter

    Presented by: Mary Clare Fischer

  • Poster title: A Marathon, Not a Sprint: Planning and Executing the Big House 5K

    Presented by: Meg Oblak

  • Poster title: Event Planning & AI

    Presented by: Tonya Tuitman

  • Poster title: Creating a Strategic Communications Plan

    Presented by: Lynn McCain

  • Poster title: Inclusive Communication Tactics

    Presented by: Alaya Freeman

  • Poster title: Image Archiving and Metadata

    Presented by: Nicole Kinnunen

  • Poster title: Celebrating a Century of Philanthropy at Michigan Ross

    Presented by: Chelsea Liddy

  • Poster title: Media Training in Challenging Times

    Presented by: Laura Lessnau

  • Poster title: Combining Storytelling and Design to Reinforce Messaging

    Presented by: Judy Galens

  • Poster title: From Testing to Top 10%: How Michigan News Became a Leading Science Contributor

    Presented by: Nicole Smith

8:30-9:30 am

Winter Garden, 1st Floor

Registration/Game show sign-up & Breakfast

8:45-9:15 am

1240, 1st Floor

Mindful Morning with MHealthy

Join MHealthy for a brief wellness session that focuses on flexibility and mindfulness as we set our intentions for the conference day. Whether you're looking to prepare yourself for the day ahead or simply want to take a few moments to relax your body and mind, this 15-minute session may be exactly what you need! All levels and abilities are welcome. Session one is from 8:45 - 9:00 AM, and session two is from 9:00 - 9:15 AM.

9:30-10:45 am

Robertson Auditorium, 1st Floor

Welcome, Keynote by Tom Fishburne

10:45-11:00 am

Break

11:00-11:45 am

Breakout Sessions I

  • Location: 1210, 1st Floor

    Session title: The Case for Print in a Digital World

    Presented by: Katherine Fiorillo and Jeremy Carroll

    Unit/Organization: U-M Alumni Association

    As many organizations shift away from traditional print media, print plays a more vital role than ever before. Michigan Alum magazine’s editorial staff will demonstrate how print can shine in a digital world, as communicators look to strike the right balance between digital innovation and the impact of print storytelling. Using data and real-world cases from the Alumni Association, we will explore key factors in choosing print media, how it can thrive alongside digital media, and other tips to maximize the impact of print.

    Sponsored by: University Lithoprinters

  • Location: 1220, 1st Floor

    Session title: Using AI in a Multimedia Workflow

    Presented by: Nicole Smith, Jeremy Marble, and Hans Anderson

    Unit/Organization: Michigan News

    Since 2022, the Michigan News multimedia team has integrated AI tools to enhance creativity and efficiency in producing social media graphics, feature videos, and motion graphics. We’ll showcase how we use AI-driven techniques like generative video, text-based editing, and AI in animation to streamline production. While AI handles the heavy lifting, we’ll demonstrate how we maintain a human-centered creative process to ensure authenticity and impact.

  • Location: 1230, 1st Floor

    Session title: How A Design System Can Transform Your Team's Digital Workflows at Scale

    Presented by: Ben Schaaf and Kelly O'Sullivan

    Unit/Organization: Michigan Creative

    As marketers and creatives, we’re often looking for ways to streamline workflows, enhance collaboration, and maintain our brand identity. One way to accomplish this is through a design system. This presentation will introduce you to the concept of design systems for digital products, their practical implementation, and how they can transform your team’s workflows while ensuring brand consistency at scale. Through real-world case studies and technical insights, we'll provide you with an overview and actionable strategies for using design systems within your organization.

  • Location: 1240, 1st Floor

    Session title: A Practical Guide to Creating and Hosting Accessible Virtual and Hybrid Events

    Presented by: Allison Kushner and Erin Metz

    Unit/Organization: Disability Equity Office

    Practical strategies for fostering disability-inclusive virtual and hybrid events at all event planning stages, including save-the-dates, venue selection considerations, and accessible communication techniques to integrate into any event planning process. From checklists to best practices, participants will learn how to plan and execute accessible events going beyond accommodation basics. Learn about inclusive communication techniques and how to leverage accessible surveys to seek feedback from attendees to continually improve event accessibility.

    Sponsored by: Underground Printing

  • Location: 0210, Lower Level

    Session title: Nesting Doll Branding in Higher Ed: Your Guide to Creating a Brand Within a Brand Within a Brand

    Presented by: Michael Kasiborski and Andrea LaFerle

    Unit/Organization: School of Public Health

    That new initiative calls for some fresh creative, but you already have a great brand (and we all have the iconic University of Michigan brand). So what do you do? It's time to create a brand within a brand (within a brand) to launch your new event series, podcast, marketing campaign, or your dean's latest priority! In our nearly five years leading the School of Public Health marketing and communications team, we have guided the development of everything on that list and more, and we're excited to share our insights on the nesting doll approach to branding in higher ed.

  • Location: 0220, Lower Level

    Session title: Data Decoded: Crafting Impactful and Inclusive Marketing Visualizations

    Presented by: Mel Hartman

    Unit/Organization: Office of Enrollment Management

    Explore how to drive key data insights to key stakeholders through mindful chart and graph design, and how to avoid unconscious bias in visualizations. A toolkit of strategies will be shared to organize, edit, and present data compellingly and inclusively, even with a small team of marketers to execute your vision.

  • Location: 0230, Lower Level

    Session title: A Podcast (De)Constructed

    Presented by: Jeff Karoub, JT Godfrey, and Jonah Brockman

    Unit/Organization: Michigan News, Michigan Ross

    The producers and hosts of the Business & Society podcast, a joint production of the Ross School of Business and Michigan News, offer a primer on putting together a podcast — recording an episode live in front of an MXB audience. Invited faculty guests will share their insights on the declining influence of traditional media and the corresponding rise in social media influencers and podcasters.

  • Location: 0240, Lower Level

    Session title: Getting the Most Out of a Photography Session

    Presented by: Eric Bronson

    Unit/Organization: Michigan Photography

    Get the most out of a photography portrait session with tips from U-M's professional photography unit.

11:45-12:45 pm

Winter Garden, 1st Floor

Boxed lunch

1:00-2:00 pm

Winter Garden, 1st Floor

Robertson Auditorium, 1st Floor

Ross Front Lobby, 1st Floor

Wiggle Room Game Show, A Breath of Fresh Air with Nature Rx, Posters Sessions (1st floor)

Wiggle Room Game Show - The ultimate marketing game show where sharp minds and quick decisions lead to amazing prizes! Watch as contestants test their skills, make bold choices, and try to outplay the competition. Will you make the right call? Arrive at the Robertson Auditorium before 1 pm to find out! 

A Breath of Fresh Air with Nature Rx - Join us for a guided nature experience in the Law Quad focused on mindfulness and led by Nature Rx staff. Meet at the front lobby of Ross by 1 pm to join. NOTE: The experience will be held rain or shine.

2:00-2:15 pm

Break

2:15-3:00 pm

Breakout Sessions II

  • Location: 1210, 1st Floor

    Session title: The Evolution of Storytelling in the Shifting Landscape of Sponsorship and NIL

    Presented by: Meg Oblak and Steve Schilling

    Unit/Organization: Michigan Athletics

    Within the constraints of limited resources, Michigan Athletics seeks sponsorships that support storytelling about our student-athletes and teams in a way that is both authentic to Michigan and delivers on partnership metrics. Learn how to create real-world learning experiences for student-athletes through NIL partnership experiences while amplifying our brand ethos.

    Sponsored by: Ann Arbor Tees

  • Location: 1220, 1st Floor

    Session title: Utilizing Generative AI for Website Content

    Presented by: Bailey Ayers-Korpal and John Powell

    Unit/Organization: UM-Dearborn

    At UM-Dearborn, we recently went through a massive effort to revamp our academic program pages to enhance our recruitment efforts. How do we maintain our strategy, tone of voice, and templates? We’ll share our process and outcomes on how we utilized AI to gain efficiency in our work with limited resources.

  • Location: 1230, 1st Floor

    Session title: Lowering Your Cost-Per-Applicant with Data-Informed Paid Targeting Strategies

    Presented by: Eric Joyce, Renée Tambeau, Robert LaRoe, and Rob Van Auken

    Unit/Organization: Michigan Creative, School of Social Work

    Gone are the days of relying solely on demographic-based targeting through paid advertising channels like Google Ads, Meta (Facebook/Instagram), and LinkedIn. Learn how Michigan Creative and the School of Social Work have evolved their advertising targeting strategies using a mix of data-informed conversion optimization, lookalike audience extrapolation, and retargeting to increase conversions while reducing the average cost per conversion — including tracking and optimizing for application submissions. See how far these strategies lowered the cost-per-application one week prior to SSW’s Master of Social Work application deadline (the answer will surprise you).

  • Location: 1240, 1st Floor

    Session title: Photography 101: Unlocking the Secrets to Great Photos

    Presented by: Marcin Szczepanski

    Unit/Organization: Michigan Engineering

    Explore the fundamental principles that can help both beginners and enthusiasts elevate their photography skills. Whether you're using a smartphone or a professional camera, mastering the basics can transform your photos from ordinary to extraordinary.

  • Location: 0210, Lower Level

    Session title: Bringing Out Your Brand's Inner Greatness

    Presented by: Emily Deedler

    Unit/Organization: Michigan Creative

    This hands-on workshop is designed to help you articulate the value of your brand. In the session, I will introduce a framework for approaching brand work and discuss the key elements required to build a customer-centric foundation for your brand. This session is ideal for any marketer who is tasked with providing a high-level, strategic approach to your brand.

    Sponsored by: Dollar Bill Printing

  • Location: 0220, Lower Level

    Session title: Essential Practices: Integrating Digital Accessibility in Campus Communications

    Presented by: Angel Mills, Stephanie Rosen, and Thomas Valdez

    Unit/Organization: ITS

    Explore actionable strategies for enhancing accessibility in social media, articles, and blogs. Learn how to integrate accessibility features across digital platforms, such as alt text and proper content structuring, ensuring equitable access for all users. Learn more about the University of Michigan’s new Digital Accessibility Strategic Initiative and gain valuable insights and resources to transform your digital communications.

  • Location: 0230, Lower Level

    Session title: Amplifying Youth Voice to Drive Change in Detroit: A Case Study on Collaborative Storytelling with a Community Partner

    Presented by: Lauren Slagter

    Unit/Organization: Poverty Solutions

    Poverty Solutions worked closely with Detroit Phoenix Center (DPC) to produce a mini-documentary on how DPC’s youth engagement practices shaped a new youth rapid rehousing program in Detroit. Watch the 12-minute film and then hear reflections on the planning and video production process, including tips for co-creating content with a community partner, ethically obtaining consent from storytellers and compensating them, and developing a storytelling approach combining data, research methods, strategic communications, and personal stories.

  • Location: 0240, Lower Level

    Session title: How to Create Simple, Relatable, and Effective Social Media Content with Limited Resources

    Presented by: Jodi Westrick and Paulette Parker

    Unit/Organization: Michigan Public

    Explore how to create engaging social media content that resonates with your audience, even with limited resources. Learn strategies for brainstorming creative ideas to break down complex topics; and how to use your unique voice to build a connection with your viewers. This session will provide you with tips and tricks, including inexpensive and accessible editing programs, that you need to produce simple, relatable, and effective content.

3:00-3:15 pm

Break

3:15-4:00 pm

Breakout Sessions III

  • Location: 1210, 1st Floor

    Session title: From Campus to Coverage: Growing Ideas through Collaboration & Outreach

    Presented by: Lilian Varner

    Unit/Organization: University Musical Society

    Discover how to strategically amplify your projects and stories by leveraging university networks and partnerships. In an evolving journalism landscape, you will gain practical skills in crafting effective press releases and strategically getting stories to the right audiences.

  • Location: 1220, 1st Floor

    Session title: Revolutionizing Our Digital Workplace / Relaunching the BME Intranet

    Presented by: Andrea Eveslage, Matthew Bueby, and Michele Santillan

    Unit/Organization: Biomedical Engineering, Michigan Medicine

    Implementing a new intranet requires careful planning to meet organizational needs and enhance productivity. Key aspects include identifying needs, managing content, ensuring accessibility, and learning from past experiences. In this presentation, you will learn: how we plan and execute a new intranet rollout effectively, why we need a new intranet and what issues it will solve, how we can manage content and ensure easy access to information, and what are the success factors and common pitfalls in an intranet rollout.

  • Location: 1230, 1st Floor

    Session title: Rebranding for Clarity: Breaking Down a Complex Project Month by Month

    Presented by: Molly Garczynski

    Unit/Organization: Michigan Engineering

    Learn the ins and outs of a small CoE unit’s rebrand from planning to implementation. Make your next project comprehensive yet simple to execute.

  • Location: 1240, 1st Floor

    Session title: Putting the Data in Data-Driven Marketing

    Presented by: Whitney Bayer

    Unit/Organization: Center for Academic Innovation

    Learn why tracking marketing data internally may be right for your team, where to find your data, and how to use it. Building marketing reports might sound daunting; break it down into manageable steps including a demonstration of creating a dashboard in Google's free tool, Looker Studio.

  • Location: 0210, Lower Level

    Session title: What We've Learned (and Are Still Learning) About Social Media Recruitment for Clinical Research: Digital Marketing Insights and Best Practices

    Presented by: Arpita Shah, Abbey Hammontree, and Elizabeth Palmer Jarvis

    Unit/Organization: Michigan Medicine

    Learn key digital marketing strategies to increase participant recruitment for clinical research through social media and paid digital campaigns. Learn platform recommendations, audience targeting techniques, and best practices for optimizing ad assets and improving campaign performance in healthcare. Attendees will leave with actionable insights to implement in their departments and access to expert support for future campaigns.

  • Location: 0220, Lower Level

    Session title: I, Robot? Bringing Heart and Humanity to Storytelling in an AI Age

    Presented by: Heather Guenther

    Unit/Organization: Student Life

    Has your leadership asked you to “tell the story” of your unit — and you’re left wondering what that means and what success looks like? This session will dive into the art and science of storytelling, providing a blueprint for how marketers and communicators can harness the power of narrative-driven stories — in all their shapes and forms — to make this oversaturated buzzword deliver on its promise and meet business objectives.

  • Location: 0230, Lower Level

    Session title: Creating Inclusive Metadata in DAC and Beyond Interactive Session

    Presented by: Lee Seramur and Charlie Larson

    Unit/Organization: Michigan Commons

    Grounded in empathy, care, and respect, inclusive metadata practice seeks to reflect a wider range of perspectives that have been traditionally excluded or silenced in order to more accurately recognize, represent, and respect the breadth of human experiences documented in our visual assets. Additionally, we discuss how ensuring accessibility underscores the goal of inclusivity. In this interactive workshop, we will briefly cover the principles of inclusive and accessible metadata and engage in hands-on exercises to put them into practice. Participants will leave feeling empowered to create inclusive metadata for their digital assets in DAC and on websites and other resources.

  • Location: 0240, Lower Level

    Session title: Authenticity in Action: How Investing in Student Brand Ambassadors Transforms Social Media Strategy

    Presented by: Isaac Vineburg and Whitney Vojtkofsky

    Unit/Organization: School of Public Health

    Discover how the School of Public Health's student brand ambassador program boosts social media engagement by leveraging students' unique perspectives. This session will offer insights into training diverse student creators, collaborative content planning, and the resulting boost in authentic content that resonates with your target audience. Attendees will gain actionable strategies to implement or enhance similar programs to energize their social media content.

4:00-4:30 pm

Winter Garden, 1st Floor

Trail Treats & Sweet Goodbyes – Hosted by University Trails

Stop by the Winter Garden on your way out to grab a sweet treat and some cool swag from our amazing sponsors, and enjoy a last chance to connect in person with your U-M colleagues.